Southern California-based Roll-Em-Up Taquitos is proud of being in a segment of one, with a super-tight menu that focuses on the small, hand-rolled, fried tacos with a variety of fillings.

The fast-casual chain, which recently started franchising, started with a family recipe from the concept’s founder and now offers several varieties, including beef and shredded chicken, as well as potato. Roll-Em-Up also menus several dipping sauces for the taquitos.

Listen to the latest Buzzworthy Brands podcast to hear from Chris Wyland, the chain’s chief development officer, about how the brand is using technology and social media to fuel its growth.